Sarah Guirguis With a vision to shift the brand focus to a younger customer base, Hugo Boss recently showcased its second BOSS X Russell Athletic capsule collection at a baseball stadium in Milan. Needless to say, the event caused ample sensation on social media. In fact, it earned the brand record social media coverage in Fashion Week history, with 4 billion impressions in only 4 days!
Designed in a way that offers endless ‘postable ‘ moments, the event was streamed globally across all the BOSS channels. Starring beloved models like Gigi Hadid, Irina Shayk, Joan Smalls, Cindy Bruna, Alton Mason and Adut Akech, the cast was handpicked according to their Instagram or TikTok status. Moreover, athletes Alica Schmidt, Trenten Merrill and Race Imboden were also featured, along with K-pop star Big Matthew and TikToker Khaby Lame, who experienced their own runway debuts.
With a fanbase of 113 million followers on TikTok, Khaby Lame was chosen to close the show, making BOSS the first fashion brand to ever get posted on his channel. Many more social media stars, including Chiara Ferragni, Fedez, Fai Khadra, Avan Jogia and Benji Krol, shared their moments from the day.
Commenting on the unprecedented global buzz, Daniel Grieder, CEO of Hugo Boss, said, “This event is our benchmark for what we will deliver as an experience to customers around the world as of today. It underlines the great potential and global brand strength of BOSS and pays into our target to turn customers into fans. I am more than excited to further enter this journey together with the team.”
As for the TikTok campaign surrounding this event, a hashtag challenge was presented under #BossMoves, where fans had the chance to win five Boss x Russell Athletic NFT collegiate jackets, along with a twin of each design and a wearable filter. Meanwhile, the Instagram campaign provided engaging content, wherein nine individual reels, IGTVs, feeds and story posts were created in real time, generating exponential engagement before, during and after the event. In addition, fourteen content creators showed off their outfits through Instagram reels, including Khaby Lame, Alica Schmidt, The Elevator Boys, Futuristix and Olivia LVS and Eva Apio.
“In August, we presented our new strategy together with our vision, to become the leading premium tech-driven fashion platform worldwide. Only six weeks later, we are proving that we are more than ready to take this place in the fashion industry in the future,” Grieder added.
